MMA SOUTH AFRICA · RETAIL MEDIA TASK FORCE

A common measure for a market finding its scale.

The South African Retail Media Measurement Standard sets out a shared working framework for how retail media is reported, compared and challenged.

Download the working draft ↓ Read before commenting ↘
WORKING
DRAFTv0.3
Release
Public comment version
Issued
September 2026
Owner
MMA South Africa
Measurement Standards Workstream
This is not a final or adopted standard.

Version 0.3 is a working draft released for industry review. Recommendations and open decisions remain visible in Appendix C.

01THE FRAMEWORK

Why this exists

Measurement is an agreement before it is a dataset.

Retail media in South Africa spans digital properties, direct marketing and physical stores. This draft creates a common vocabulary for the methods, windows, disclosure and data quality that sit behind a reported number.

01

Data quality

Tier declarations, extrapolation, cash transactions, sales basis and auditability.

02

Metric library

Delivery, conversion, customer, audience and cross-channel measures.

03

Advanced measurement

Incrementality, MMM, MTA, CLTV and brand lift.

04

In-store reality

Traffic, verified play-out, reach and conversion in physical retail.

02VERSION 0.3

What changed

A more explicit floor for credible reporting.

01

Standard and Advanced

The prior three-level model is consolidated into two working tiers, plus Not Applicable where a metric genuinely does not apply.

02

Delivery is mandatory

Core delivery metrics carry a Standard-tier floor for any retailer serving paid media.

03

Portable disclosure

Attribution windows, gross/net basis and extrapolation must travel with the figure they qualify.

04

Incrementality clarified

Directional sales lift is separated from causal claims, with methods mapped to business questions.

03PUBLIC COMMENT

How to take part

Read the draft. Then make the next version better.

Please reference the section or metric you are commenting on, describe the issue clearly, and explain the practical effect of your proposed change.

  1. 01
    Download and reviewUse the working draft as the source document.
  2. 02
    Reference the sectionInclude the relevant section, metric or appendix.
  3. 03
    Submit your commentComment channel and closing date will be published once confirmed by MMA South Africa.
RELEASE NOTE

Public comment channel and closing date pending confirmation.

Appendix C

What remains open.

Some recommendations in this draft require Task Force resolution. The open-items appendix keeps those decisions visible instead of presenting them as settled policy.

Open Appendix C in the draft ↗
04RELATED SOUTH AFRICA RESOURCES